Not quite content marketing but just had to say hats off to RSPB and their digital marketing team of late.
For whatever reason, I visited a RSPB website which offered a free bird spotting kit for children (think I learned about it via a ‘free stuff’ type website / email alert). Ever since then, it feels like I’m being stalked by nature. I go on a blog, I see an offer for a free guide on ‘Giving nature a home’. I visit a cloud based calendar tool and I see a banner about saving nature while I shop at the RSPB e-commerce store. All part of the Google Display Network no doubt.
The RSPB’s remarketing could have been really annoying, but thanks to some varied offers in banner ads (and some great nature photography – the Gannet is my favourite so far), I’m now seeking them out and looking at what other animals I’ll soon be able to spot.
Lots has been made of the recent revamp of Google’s Adwords network to improve targeting smartphone and tablet users.
The majority of coverage has focused on the need to simplify the process of targeting mobile users in the face of increasing mobile web traffic (the number of daily Google searches from mobile devices will surpass searches from PCs and laptops by next year – according to a Guardian report). With this increase, businesses are only going to want to target more mobile users and so it goes that they’ll need a simplified Adwords tool to do just that.
But it’s also worth considering another reason why a search engine like Google might change its model this way: the increasing threat of cheaper mobile ads.
To date, businesses run mobile only ad campaigns because they have huge reach but for much cheaper cost per click fees than campaigns targeting desktop users.
Massive mobile web growth means that businesses are only going to divert more of their ad budgets from desktop to mobile ads, which means cheaper ads for all, but much less revenues for a search engine like Google.
So, in the face of dropping ad revenues, how should a search engine react? Perhaps move to a new model where the two types of platforms are less distinct and charge one price for both mobile and desktop ad campaigns?
Bing / Yahoo now has a huge opportunity. Can we expect to see marketing campaigns from them that draw attention to the ability to still run mobile only / cheaper ad campaigns on their platforms?
Will we see a massive migration of brands that live and die by specifically targeting mobile users to Bing / Yahoo?
Using PPC ads on search engines to exploit a highly searched-for topic in the news is always going to be a tricky topic for brands.
For example, most brands decided against posting PPC ads to exploit the millions of searches for ‘phone hacking’ during the The News of the World scandal. Actually, when I say most brands, I exclude law firms – they were all over it eg ‘Has your phone been tapped?’
Forrester’s social media analyst Jeremiah Owyang provides a nice overview of brands which have attempted social media marketing using fan pages, widgets etc.
In a nutshell, activities – like fan pages – need to encourage communication and community building within the social network, not direct them offsite (because, presumably, it interrupts users’ conversations and communication).
One nice example is an Alicia Keys fan page, which revealed exclusive news, events etc. Fans are driven to join, debate, sign up to events, share and so on. I’m assuming this has a lot to do with why and how fans think – such as playing one-upmanship and showing other fans how much of a bigger fan you are.
Are we about to see someone make some decent money from social media and user generated content?
Imagine it – a banner ad with (real time?) authentic user reviews and comments about the product or service. One question: will all genuine and authentic reviews and user comments be used or will only the best comments be cherry picked? As a previous post about Reevoo emphasised, consumers are pretty savvy when it comes to evaluating recommendations’ provenance.